Glossary
The words the checks use.
37 terms, each in plain words: what it means in the platform’s own language, what it looks like inside the account, and what it costs when it goes wrong: with the check that finds it and the blog post that shows it on a real account.
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Reads and writes
- Google Ads
- Meta
- HubSpot
- Salesforce
Google Ads
1 check · 1 noteSearch partners
Sites other than Google that show Google Search ads, on by default.
The setting is ticked by default on every new Search campaign, so your ads run there unless you turn it off. Partner traffic is usually cheaper per click and usually converts worse, and Google does not break it out on most reports, so a campaign can look healthy overall while its partner clicks quietly produce nothing.
Read the termGoogle Ads
The words, in plain words.
Search terms report
The list of actual searches that triggered your ads, with cost and conversions.
1 check · 1 note
Match type
How loosely Google may match a search to your keyword: exact, phrase or broad.
1 check · 1 note
Quality Score
Google's 1–10 rating of how relevant a keyword, its ad and its landing page are.
1 check
First-page bid estimate
The bid Google thinks you need for your ad to reach the first page of results.
1 note
Eligible (limited)
An ad that is approved but restricted: serving less than it could, usually for a policy reason.
1 check · 1 note
Low search volume (rarely served)
A keyword Google has switched off because almost nobody searches for it.
1 note
Keyword Planner
Google's free tool for how many people search a term each month, and what a click costs.
1 note
Impression share and limited by budget
How often your ad showed out of the times it could have, and the reason it did not.
1 check
Conversion action
The thing you told Google to count as a result: a lead, a purchase, a call.
1 check · 1 note
Location targeting: presence or interest
Whether your ads reach people in your area, or anyone who has shown interest in it.
1 check · 1 note
Responsive search ad
A Google Search ad built from up to 15 headlines and 4 descriptions that Google mixes.
Ad strength
Google's Poor-to-Excellent rating of an ad's or asset group's creative variety.
2 checks · 1 note
Performance Max
A Google campaign type that runs across Search, Display, YouTube, Gmail and Maps from one asset group.
2 checks · 1 note
Asset group
The bundle of headlines, images and videos a Performance Max campaign runs from.
2 checks · 1 note
Demand Gen
Google's visual campaign type for YouTube, Discover and Gmail, aimed at people who are not searching yet.
3 checks
Video campaign
A Google campaign that runs a YouTube video as the ad.
Shopping campaign
Product ads with a picture and a price, built from your Merchant Center feed.
3 checks
Product group
The slice of your feed a Shopping ad group bids on, and the level spend is reported at.
1 check
Meta
Meta, in plain words.
Audience Network
Meta's ads on other people's apps and sites, on by default, and rarely worth it.
1 note
Link click vs landing page view
A link click is counted the moment someone taps your ad. A landing page view is counted only when Meta confirms your page loaded, so it counts the people who actually arrived, even if they leave straight away.
1 note
Creative fatigue
An ad the same people have seen too often, and stopped responding to.
1 check · 1 note
Both platforms
Both platforms, in plain words.
Disapproved ad
An ad Google or Meta has rejected for a policy reason. It is not showing.
1 check · 1 note
Conversion tracking
The tag on your website that tells the ad platform a click turned into something.
2 notes
ROAS
Return on ad spend: revenue from the ads divided by what they cost.
Admiral's own
Admiral's own, in plain words.
Receipt
Admiral's record of one change: what changed, who approved it, when, and whether it can be undone, written before the change lands.
1 note
Management fee and percentage of spend
The two ways an agency charges to run your ads: a flat retainer, or a share of what you spend, and the floor below which neither pays for itself.
2 notes
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